IBM Case study A BOY AND HIS ATOM: THE WORLD'S SMALLEST MOVIE [video] by Ogilvy & Mather New York

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A BOY AND HIS ATOM: THE WORLD'S SMALLEST MOVIE [video]

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Industry Computers & Computer Accessories, Software & Multimedia Productions, SaaS
Media Case study
Market United States
Agency Ogilvy & Mather New York
Executive Creative Director Susan Westre
Art Director Ramona Todoca
Copywriter Lauren Costa
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s) Gold
PR Lions Sectors & Services; Corporate Communication Silver
Promo and Activation Lions Use of Promo & Activation; Best Use of Other Digital Media in a Promotional Campaign Bronze

Credits & Description

Advertiser: IBM
Agency: OGILVY NEW YORK
Category: Corporate Image & Information
Advertising campaign: A BOY AND HIS ATOM: THE WORLD'S SMALLEST MOVIE
Scientist/ Animator: Andreas Heinrich (IBM)
Agency Producers: Alicia Zuluaga (Ogilvy & Mather)
Post Production: Andrew Garrahan (1st Ave Machine)
Social: Geoffrey Colon (Social@Ogilvy)
Scientist/ Animator: Ileana Rau (IBM)
Agency Producers: Julie Teicher (Ogilvy & Mather)
Account: Kaitlin Giannetti (Ogilvy & Mather)
Audio: Jodi Levine (Heard City)
Video Strategy: Marcus Andrew (Ogilvy & Mather)
Production: Leanne Amos (1st Ave Machine)
Group Planning Director: Magnus Blair (Ogilvy & Mather)
Post Production: Michelle Seidenfrau (1st Ave Machine)
Production: Nico Casavecchia (1st Ave Machine)
Editing: Peter Mostert (Hooligan)
Audio: Philip Loeb (Heard City)
Production: Sam Penfield (1st Ave Machine)
Video Strategy: Rob Davis (Ogilvy & Mather)
Digital Strategy: Sissi Nie (Ogilvy & Mather)
Scientist/ Animator: Christopher Lutz (IBM)
Production: Eloi Moli (1st Ave Machine)
Audio: Evan Mangiamele (Heard City)
Video Strategy: Justine Herz (Ogilvy & Mather)
Post Production: Kathy Hofman (1st Ave Machine)
Account: Kimberly Duffy (Ogilvy & Mather)
Editing: Lauren Basile (Hooligan)
Agency Producers: Lee Weiss (Ogilvy & Mather)
Media: Nitin Sinha (Ogilvy & Mather)
Digital Strategy: Priya Varadachary (Ogilvy & Mather)
Art Director: Ramona Todoca (Ogilvy & Mather)
Social: Stuart Tracte (Social@Ogilvy)
Executive Creative Director: Susan Westre (Ogilvy & Mather)
Post Production: Beau Burrows (1st Ave Machine)
Account: Carin Pinto (Ogilvy & Mather)
Post Production: Greg Anderson (1st Ave Machine)
Executive Music Producer: Karl Westman (Ogilvy & Mather)
Media: Katherine Moore (Ogilvy & Mather)
Copywriter: Lauren Costa (Ogilvy & Mather)
Group Creative Directors: Mike Hahn (Ogilvy & Mather)
Account: Nicole Vilalte (Ogilvy & Mather)
Associate Creative Directors: Niels West (Ogilvy & Mather)
Associate Creative Directors: Ricardo Leme Lopes (Ogilvy & Mather)
Group Creative Directors: Ryan Blank (Ogilvy & Mather)
Chief Creative Officer/NA: Steve Simpson (Ogilvy & Mather)
Scientist/ Animator: Susanne Bowman (IBM)
Outcome
IBM loved this simple, shareable way to spread the word about science and data storage, and the film was accepted into the Tribeca Online Film Festival and shown at the New York Tech Meet-up and the World Science Festival. The film, now in the top 1% of all most-watched YouTube videos, surpassed 1 million views in 24 hours, and 2 million views in 48 hours, with more than 27,000 likes. It was trending on twitter on its release day and totaled more than 21,000 social media mentions with 96% positive sentiment, increasing IBM social mentions by 137%. As of submission, the film garnered 2.4 million news impressions (not including television coverage) and 23.6 million impressions overall, effectively reaching all targets — the science, tech, film, education and entertainment communities — with a strong global reach (33% of online activity from Europe, 10% from China and 8% from India, Australia and Japan).
Client Brief Or Objective
Technology rules our world. And to continue pushing boundaries, we need future generations to embrace technology’s foundation — science. This pursuit, to get today’s youth to admire scientists the way they admire athletes and actors, became IBM’s mission. So they asked us: How do we spread the word about science?
Relevancy
At its most basic form, this execution is really a product demonstration of IBM’s ability to control atoms – an ability they use to explore the limits of atomic memory and data storage. Here, however, we’re using this ability to create a compelling piece of content that shows kids, and people of all ages, how exciting science can be.
Implementation
We made the world’s smallest movie – a piece of content we knew would be incredibly shareable and tell a story about science in a fun and engaging way. Each frame is made of hundreds of atoms (yes, real atoms), moved to their exact placements by the scientists at IBM Research — Almaden. The frames are combined into an animation, which is now the Guinness World Records ™ record holder for World’s Smallest Stop-Motion Film.